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I have done it many times and gotten no complaints or problems.
However you have to keep an eye out for staff, but in large booksteores like barnes and noble the ratio of employees to store space is very small so probably you won't be seen.
If you want a higher reponse rate print out stiff 4x6 index card advertisements perhaps with color and place them in the middle of the book or magazine.
This works best with investment and weightloss books.
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